ANA Answers Airbus In April 2014

Time is not a commodity in the Market place, but timing is everything. for ANA. That is one reason ANA is talking to Airbus. Boeing has an 80% market share in Japan and will depend  on that relationship for keeping its footprint firmly in the Japan market on track. Airbus sees a major defeat of Boeing. if it can woo ANA away from Boeing while picking this time, and this moment to step in on Boeing's turf. Airbus is making a strong effort while ANA using the "teething problems" (delays and glitches to send a strong message that Boeing harmed the relationship and damaged the ANA business reputation. Airbus steps up by making a strong attack on Boeing in regard  to Boeing's strongest weakness', 787 reliability and time. What does Airbus bring to the table:?

• Airbus gives ANA preferred status as a customer, relating to pricing and delivery
• Airbus gives ANA similar performance of high tech Aircraft that may compete
• Airbus has a commonality plans for ANA pilot training and ground crews.
• Airbus promise of no "teething" issues, (TBD) Lower tech approach is the bluff
• Airbus has removed wait time risk in delivery aircraft of lower tech aircraft is more reliable
• Airbus will "always", beat Boeing's offering and ANA becomes an Airbus  launcher
• Airbus has a buy 10 get one free coupon punch card for preferred customers
• Airbus has an XWB that iis wider than anything built... "well its just wider".
• Airbus is running out of talking points, and timely is mentioned, and no delays and cheaper  and...

After 10 months of eating Sushi in Japan, Boeing hasn't stopped power pointing its way into oblivion and beyond. Boeing knows its strong relationship  was damaged over delays, mishaps and "teething" issues. Boeing's commodity of time is lost (spent) making a two generation leap on the 787, where Airbus only took a one generation leap on the A-350 plastic paneled model. Barrel vs Panels is in a contested mode, as the one feature that Airbus smuggling refers to, when comparing aircraft. Since the Ethiopian Fire, Boeing has been  developing a modular repair protocol, forcing Boeing several years in advance of what it had anticipated for needing a solution. Even though several ideas were manufactured in its thinking a long time ago, Ethiopian fire was just a premature nightmare.

This is what concerns ANA, as Airbus would contest its panel solution is best suited for the rigors of its usage and repair work. Please note at this time, no Airbus is in use and had not had an actual repair drill on body repair. Comparing  that with Boeing's level of damage (unless Airbus has unpublished documents demonstrating a repair to the level of damage),  as exhibited by  Ethiopian Airline in London. The point is, ANA realizes the Boeing barrel design repair is a dynamic and fluid situation as in each case, is different. Barrel repair involves many different systems and structural points from case to case. Airbus would want to tell ANA, that is exactly our point we can fix anything, anywhere, and at "Any TIME". Even though they don't know the condition or extent of the damage. A bold claim if mentioned to ANA, but since its aircraft hasn't been delivered in the real world  yet, or put into service, it  is a reasonable sounding claim during a second helping of Sushi.

Now onto the Boeing's fight card of bullet points from the history files of 787:

• Boeing reminds ANA of its most important relationship because it is really, important!
• Boeing is has a more efficient and higher tech two generational leap in aircraft
• Boeing acknowledges the Time commodity, but strangely enough, time heals all
• Boeing reminds ANA that it has delivered on its promise; 20% fuel, 30% service(Delta)
• Boeing describes the A-350 as being one generation behind the 787
• Boeing has retired most of, or if at least, two generations of risks
• Boeing listens,, and will respond, to all questions and concerns,
• Boeing sees ANA as not a preferred customer but a valued partner
• Boeing demonstrate value is better than the lowest price, even if  ANA uses a sales punch card with Airbus.

The imagined talking points from Boeing doesn't stress technology and performance issues as better than Airbus, since ANA already has the facts from its own operations. Boeing needs to address ANA on eliminating the Time commodity of delay from its past delay over use, as ANA makes its money not from mishaps and delays, but from timeliness and reliability. If the 787 is more reliable than what Airbus  claims on its unproven aircraft, then Boeing gets a reprieve. It was a leap of faith that ANA took on, when it signed on as launch customer for Boeing. It was a trusted and valued partnership. Boeing's trust component is tested and in some cases the proof of concept failed with its batteries, since it did not take into considerations the touchy risks involved with the Lithium-Ion system during the onset. It was an oversight on redesign for electrical inputs, spiking and protection. ANA plans were disrupted  by delays, without a real price tag associated for those delays. You can quantify opportunity loss, ticket sales and fleet changes, but cannot quantify ANA's reputation and image as a most reliable airline. A great amount of intrinsic value was cast overboard during the shut-downs. ANA may think, Airbus is at our door and happy to assist Boeing over that same edge. As in any relationship the formative years can have a rocky moments, but a fabulous finish remains for ANA, and should not cut bait on this adventure but still fish with Boeing.

The deal is about restored trust, and proving promises other than the cash value, even though cash is the opening calling card. Airbus is out to prove its commercially untested reliability of its craft is "the selling point", for the A-350. Additionally, throwing its reputation forward, as a "more solid framer", onto the wood pile before any match is lite for the fire. Boeing must prove a partnership in the 787 venture existed as ANA too assumed great risk in advance as launch customer, and is a part of making this the greatest airplane ever made to date. Something ANA should consider is its own valued status in the process and should not be dumped for an Airbus offer, unless It is willing to walk away with an un-invested suitor, in place of its standing partnership with Boeing. The A-350 is a knock--off not reaching ANA's standard, which it had established by partnering with Boeing with the 787. The grass is not always greener with the next flirting suitor. April is a long time away for ANA's considerations, but it becomes an awkward moment for Boeing which will take some TIME! ANA must consider the ill affect of two timing its partner as a successful relationship. ANA is not like some other some cheap mixed fleet operators in the wide body market.

The real story behind this, is not about the 787, but the 787 story is used by Airbus is telling ANA, the old saying, "fool me once, shame on you, fool me twice shame on me"! ANA's 787 experience can't repeat itself when it comes to the 777-X. This is whole sequence is about stealing a 777X order from Boeing because Airbus is really fearful that the 777 and is spreading that fear to ANA shouting out the 787 problem's with glee reminding them don't get burned again with a new airplane, when Airbus has a new one that hasn't yet gone to market yet. You see, its simple, Buy Airbus and no more Boeing problems. Come on  ANA get real!